• The Journal of the Korea Contents Association
• /
• v.21 no.8
• /
• pp.559-570
• /
• 2021

This study examined the dual mediating effects of drinking motivation and drinking level between alcohol advertising, alcohol sale promotion marketing exposures, and alcohol-related harms. The survey has been conducted on 2,000 adult men and women aged 20 to 70 years, recruited by an online survey. As a result, it is found that alcohol advertising, alcohol sale promotion marketing exposures, drinking motivation, drinking level, alcohol-related harms appeared more in men than in women. In addition, alcohol advertising, alcohol sale promotion marketing exposures have positive effects on alcohol-related harms. Also, drinking motivation and drinking level partially mediate the effects of alcohol advertising, alcohol sale promotions marketing exposure, and alcohol-related harms. In order to prevent alcohol-related harms, a social environment that causes alcohol-related harms should be tightened regulations about alcohol advertising, alcohol sale promotion marketing exposures. Based on these results, this study discusses that needs the intervention not only personal perception but also social environment and regulations about alcohol advertising, alcohol sale promotion marketing.

• Korean Journal of Health Education and Promotion
• /
• v.29 no.2
• /
• pp.47-58
• /
• 2012

Objectives: The purpose of this study is to analyze contents of beer advertisements in Korea. Research has suggested the influence of alcohol advertisements on viewer's drinking behavior, attitude, and expectancies. Korea's policy on alcohol advertising relies on limited government regulation and self regulation among alcohol industries. This study is expected to lay a foundation for further discussion on regulating alcohol advertising in Korea. Methods: A total of 81 beer advertisements broadcasted between 2008 and 2011 were analyzed. The contents were categorized into themes (22 themes were used), models, and presentation techniques. Results: The themes most frequently appeared in beer advertisements were quality (66.7%), relaxation (44%), camaraderie (41%), and individuality (39.5%), respectively. Analysis of models revealed that most advertisements had more than three models (64.2%), and most of them were in their 20s (68%). As much as 82% of advertisements used celebrity models. Analysis on presentation techniques showed that 91.4% displayed drinking scenes, and 27% displayed gulping down the whole bottle or the glass. Finally, about 10% of ads showed drinking in hazardous situations such as during water sports. Conclusion: The results of the study reflect the minimal regulation of alcohol advertising in Korea. The need for joint effort by legislators, researchers, alcohol industries, and advertising agencies is discussed in order to establish healthier drinking environment.

• Journal of Digital Convergence
• /
• v.18 no.12
• /
• pp.363-375
• /
• 2020

This study attempted to verify the structural model of the influence of parental intimacy, parental supervision, peer pressure, and TV alcohol advertising on drinking behavior for adolescents. It was conducted through a self-written questionnaire from May 1 to 28, 2019, targeting 602 students in grades 1 to 3 of 8 middle schools in G city. Results First, The direct effect on drinking behavior was in the order of peer pressure and TV alcohol advertisement, and they explained the degree of drinking behavior by 14.4%. second, Parental intimacy has an indirect effect on peer pressure and drinking behavior through TV alcohol advertising. Parental supervision has an indirect effect on drinking alcohol through TV alcohol advertisements. In multiple groups, there is a difference between the groups in the parental supervision and peer pressure, and the parental supervision and the channel coefficient of TV alcohol advertisement. In order to reduce drinking behavior, a realistic light that can cope with peer pressure is needed.

• Korean Journal of Social Welfare
• /
• v.44
• /
• pp.91-116
• /
• 2001

The purposes of this study were to compare middle school students' alcohol expectancies with high school students' alcohol expectancies and to identify factors (family history of alcohol problems, television advertisements, age, gender, drinking experience, alcohol prevention education) related to their alcohol expectancies. A total of 1,164 middle school students in seven metropolitan areas in Korea participated in this study. The major finding of this study was that the respondents scored higher on negative alcohol expectancies than high school adolescents. As found in previous studies, factors related to adolescents' alcohol expectancies were also significantly related to respondents' alcohol expectancies in this study. Respondents who had family histories of alcohol problems, had drinking experiences, and were older expect drinking in a more positive manner. This study also found that alcohol advertising affected respondents' alcohol expectancies. However, this study found that current substance abuse prevention programs did not affect respondents' alcohol expectancies at all. This finding may suggest that some changes on current prevention programs should be needed in order to be more effective. Finally the result on the relationship gender and alcohol expectancies in this study was different from previous studies. Female respondents expected drinking more positively than male counterparts. This study suggests that further studies on this issue are necessary.

• Journal of the Korea Academia-Industrial cooperation Society
• /
• v.15 no.2
• /
• pp.672-677
• /
• 2014

The purpose of this study is to analyze the advertising regulations for juvenile protection, find their problems and suggest the alternatives for their improvements. All media products harmful to juveniles including advertising are regulated by the Juvenile Protection Act. The regulations related with advertising for juvenile protection of the Special Act on Safety Control of Children's Dietary Life, the Broadcasting Advertising Review Regulations and the National Health Improvement Act were analyzed. The results were: 1)the weaknesses of the implementation of the regulations with lack a little consistency and a lack of objectivity; 2)the necessity of the newly established articles with the times; and 3) the urgency of the establishment of alcohol advertising regulations. In conclusion, it has been suggested that the integrated advertising regulations or guidelines by the unitary review board should be implemented.

• Journal of the Korea Convergence Society
• /
• v.11 no.10
• /
• pp.207-212
• /
• 2020

This study analyzes the Soju(Korean alcohol) advertisement image, which is relatively easy to interpret subjectively, among sexual appeal advertisements that stimulate consumers' curiosity, where the image is verified through AOI (area of interest) 3 areas (face, body, product), and eye-tracking, one of the psychophysiological indicators. The result of the analysis reveals that visual attention, the interest in the advertising model, was higher in the face than in the body shape. Contrary to the prediction that men would be more interested in body shape than women, both men and women showed higher interest in the face than a body. Besides, it was derived that recognition and recollection of the product were not significant. This study is significant in terms of examining the pattern of visual attention such as the gaze point and gaze time of male and female consumers on sexual appeal advertisements. In further, the study looks forward to bringing a positive influence to the soju advertisement image by presenting the expression method that the soju advertisement image should pursue as well as the appropriate marketing direction.

• Health Policy and Management
• /
• v.24 no.4
• /
• pp.342-348
• /
• 2014

Background: Due to lack of regular and systematic evaluation tool, Korea's tobacco control policy has not been examined its overall process of implementation including efficiency and adequacy of the policies. This study developed policy monitoring and evaluation model to assess policy implementation and effectiveness of tobacco control in Korea. Methods: Based on World Health Organization operational manual for assessment, MPOWER (monitor tobacco use and prevention policies, protect from tobacco smoke, offer help to quit tobacco use, warn about the dangers of tobacco, enforce bans on tobacco advertising promotion and sponsorship, and raise taxes on tobacco) related policies were reviewed by rating policy efforts, programme management, people (human resources and their development), provision of organization, provision of fund and partnerships (range, 0 to 5). Results: As a result of the experts' assessment, overall Korean tobacco control policies scored 2.61 points, which is poor. In relation to each 'MPOWER' policies, 'W' scored the highest points (2.93), followed by 'O' (2.91), 'M' (2.87), 'P' (2.86), and 'E' (2.23). 'R' scored the lowest points of 1.87, meaning government efforts in tobacco price policy is insufficient. Conclusion: This study concludes that Korean tobacco control policy should strengthen tax and price measures, while programme infrastructure, people, and funds for policy enforcement should be secured. Furthermore, rather than focusing on one specific measure, a balanced approach reflecting various aspects of tobacco controls should be considered in order to decrease smoking rates and prevent smoking initiation.

• Culinary science and hospitality research
• /
• v.20 no.2
• /
• pp.214-231
• /
• 2014

This study was intended to investigate the alcohol drinking characteristics, Makgeolli drinking behavior, and perception of Makgeolli focusing on the Chinese students studying in Korea. 550 copies of self-administrated questionnaire for a survey were distributed from May 2nd to June 30th, 2012, and then 461 copies were adopted for the analyses. The drinking frequency and drinking amount at a time increased as the length of stay in Korea and monthly pocket money increased, and Makgeolli was second preferred, following beer. 97.5% of the students experienced drinking Makgeolli, the drinking rate and drinking amount of Makgeolli increased with the length of stay in Korea, and they mostly drank at restaurants and bars. Common motivations for drinking Makgeolli were taste and atmosphere while drinking it, and bad taste and headache were the most common reasons for disliking Makgeolli. The awareness of commercial Makgeolli types was low, and for the price and health promoting effects of Makgeolli, 92.4% and 85.8% of the students replied positively, respectively. These results suggest that the development of high quality Makgeolli adapted to the tastes of Chinese and relieving hangover, and advertising the health benefits would promote Makgeolli consumption in Chinese market.